Keynote: Reineke Reitsma – Forrester Research – Thema: Data

Zaal 1: 9:45 – 10:15 uur

Customer-Obsessed Companies Are Built Around Their Customers’ Moments of Need

The world is changing, along with consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting to smaller, more contextual experiences that companies serve to consumers in their moment of need. Winning in customers’ moments depends on shared data and a customer-obsessed culture. But changing an organization — how it thinks and behaves — is hard and slow. Strategy is a meaningless platitude without a technology backbone to support it, and technology likewise exists in a vacuum without a business problem to solve. Reineke will explain in her speech an approach how organisations can keep up with the speed of technology.

She leads a team that advises clients on the role technology plays in consumers’ lives, and the strategies needed to cater to consumers’ rapidly changing preferences and behaviors globally. Current areas of focus include the role of the ‘empowered customer’, what do excellent customer experiences look like, how customer experience affects the bottom-line, and why companies need to become customer-obsessed.